under the influence: your fool-proof guide to influencer marketing

UNDER THE INFLUENCE

Your fool-proof guide to influencer marketing.

Word of mouth marketing (WOM) has always mattered more when influencers are the ones doing the talking.

UNDER THE INFLUENCE

WOM drives 13% of consumer sales—about $6 trillion annually

Big $

WOM bolsters paid media by 15%

SEARCHSEARCH WOM?

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80%of your

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comes from the top 20% of your brand’s influencers

And despite all of the opinions and dataright at consumers' fingertips…

research shows they still value first-hand recommendations from their peers more than any form of marketing.

So when it comes to influencing their purchase decisions, it's not reach alone that makes the biggest impact, but the long-term impact of the conversations in-the-know influencers are having every day.

Great news: Influencers provide a way for brands to measure marketing and sales impact in a digital age. Here’s how:

84% trust first-hand recommendations from friends and family over any other form of marketing.

1 Find out who you should be talking to—and who will do the most talking for your brand.

Having thousands of followers on Twitter or Likes on Facebook implies potential reach, but what matters most is the impact influencers have on conversations about your brand and, ultimately, sales.

Influencers are the people who, through either firsthand experience or industryexperience, are recognized for their product expertise and know-how.

2 Engage and educate those influencers.

83%of

WOMinvolves personal experience, which is more credible and leads to more sales.

Research shows that your top influencers are already hungry to learn more about your products. Reward that passion with insider knowledge, information and first-hand experiences with your products.

51% of marketers reported receiving better quality customers from influencer marketing.

3 Reward their expertise and make it easy for them to talk about your products.

Help your influencers reach brand ambassador status. Top influencers are often willing to co-brand themselves with their favorite brands if they feel their connection is real and valued.

4 Measure success.

Businesses are earning $6.50 for every $1 spent on influencer marketing

Beyond conversion, you wantto increase customer loyaltyand repeat purchases, andcreate customer advocateswhose recommendationsinfluence others on what to buy.

What this all means for your brand:

The retail sales associates, industry pros, and everyday passionate users who people turn to for advice on what to buy.

Influencer marketing is all about connecting with those more directly involved near or at the point of sale:

Marketers rate influencer marketing as the fastest-growing online customer acquisition tactic, ahead of organic and paid search, email, digital advertising, a�iliate marketing, and other e�orts.

59% of marketers are scheduled to increase their influencer marketing budgets over the next 12 months

Experticity engages with category influencers, giving marketers a way to move previous grassroots e�orts into a digital channel capable of measuring influence.

This provides a way for brands to engage, target and cultivate their best advocates.

Who are these advocates? They are the ones having influential conversations about brands and products every day. And their impact can amplify the e�ect of a brand'smarketing e�orts — both online and o�line.

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